Celtel Sierra Leone has joined its African and Middle Eastern sister companies in adopting the brand name Zain.
The change took effect on Monday at the company’s headquarters in Freetown but will be made public on Friday at an elaborate ceremony at the capital’s Miatta Conference Centre, a source close to the company said.
Publicity for the rebranding has centered on a live performance by Nigerian superstars P-Square and other local artists at the 25,000-capacity national stadium on Saturday, perhaps to sink the new corporate identity into the minds of customers. According to Zain’s publicity campaign, a street rally with P-Square will also take place in Freetown on Friday.
Other Celtel operations across the continent have also rebranded as Zain, with Celtel Nigeria leading the way in February.
